Types of and explanations for conformity

• Kelman (1958) suggested there are three main ways which people conform to a majority:

  1. internalisation
  2. identification
  3. compliance
• Internalisation

  • person genuinely accepts the group's norms
  • results in private AND public change in opinions/behaviour

  These changes are likely to be permanent b/c attitudes have been internalised

  • change in behaviour persists even in absence of other group members.
• Identification

  • conforming to the group b/c an individual values something about the group
  • means individual may publicly change their opinions to please the group, even if they don't privately agree.
• Deutsch and Gerard (1955) developed a two-process theory

  • argued two main reasons why people conform - informative social influence (ISI) and normative social influence (NSI)
• ISI is based on the need to be right; NSI is based on the need to be liked
• Informative social influence

  • based on who has better information - individual or the group.
  • e.g., may not know the right answer to a Q in class, but if most of the class agrees on an answer, we tend to accept that answer b/c it seems right.
  • this happens b/c the individual wants to be right.

  ISI is a cognitive process b/c it's to do with the way a person thinks.
• ISI likely to happen in:

  • situations new to an individual (where they don't know the answer at all)
  • situations with some ambiguity (unclear what's right or not)
• ISI also typical in:

  • crisis situations (decisions have to be made quickly)
  • situation where one person in a group is regarded as the expert.
• Normative social influence (NSI)

  • about norms (what is typical for a social group)
  • norms regulate social groups - person doesn't want to appear foolish and craves social approval thus fearing rejection.

  Normative social influence is an emotional process; it's to do with the way we feel.
• NSI likely to occur in situations with:

  • strangers - concerned about rejection.
  • people we know - most concerned with the social approval of friends.
  • stressful situations - people have a greater need for social support (+ pronounced)
• Research support for ISI

  • Lucas et al. (2006): students asked to give answers to mathematical problems which were either more easy or more difficult.
  • greater conformity to incorrect answers when Qs were difficult compared to easy ones - most pronounced for students who claimed they had "poor" mathematical ability.

  Study shows people conform in sit. where they don't know the answer - supports the ISI explanation.

  • we look to other people b/c we assume they know better than us so they must be right.
• Individual differences in NSI

  • research shows NSI doesn't affect everyone in the same way.

  > people less concerned abt. being liked affected less by NSI.

  • those who have a need for association with others: nAffiliators (people who have a greater need for affiliation - need for being in a relationship)

  Example: McGhee and Teevan (1967): students in high need of affiliation more likely to conform.

  • desire to be liked underlies conformity for some more than others.
• ISI and NSI work together

  • two-process model suggests conformity is due to either ISI or NSI - often both are involved.
  • e.g., conformity red. when there's another dissenting ppt. in Asch's experiment

  > dissenter may red. power of NSI (by providing social support) OR ISI (by providing an alt. source of info.)

  • shows unable to always be sure when NSI or ISI is at work - true for lab studies but even truer for IRL conformity sit. outside of lab.
  • casts serious doubt abt. ISI and NSI working independently in the two-process model.